MIRROR REFLECTION by PURNIMA, Taproot Mumbai for Nirma

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MIRROR REFLECTION

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Industry Washing powders & Detergents
Media Promo & PR, Case study
Market India
Agency PURNIMA
Agency Taproot Mumbai
Executive Creative Director Agnello Dias
Art Director Santosh Padhi
Released December 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: NIRMA
Product/Service: BARTAN UTENSIL CLEANING BAR
Agency: TAPROOT INDIA
Agency: PURNIMA
Date of First Appearance: Dec 23 2009 12:00AM
Entrant Company: TAPROOT INDIA, Mumbai, INDIA
Entry URL: http://72.18.155.100/nimabartan/cyber1/sanjeevkapoor_3.html
Chief Creative Officer: Santosh Padhi (Taproot India)
Chief Creative Officer: Agnello Dias (Taproot India)
Executive Creative Director: Santosh Padhi (Taproot India)
Executive Creative Director: Agnello Dias (Taproot India)
Creative Director: Santosh Padhi (Taproot India)
Art Director: Santosh Padhi (Taproot India)
Writer: Santosh Padhi (Taproot India)
Digital Artist: Pankaj Juvekar (Pank Design)
Account Manager: Manan Soni (Purnima Advertising)
Account Manager: Ashok Soni (Purnima Advertising)
Media placement: Web Banner - Master Chef Sanjeev Kapoors Website - 28th Dec. To 7th Jan 2010
Media placement: Web Banner - Goodfood Guide Website - 23rd Dec To 18th Jan 2010
Media placement: Web Banner - Sify Food Website - 10 Jan To 20th Jan 2010

Results and Effectiveness
The website link carrying the banner was forwarded like a viral video in groups. A few even posted it on social networking websites and urged friends to take the experience. The brand recall increased, which reflected on the shelf as well. Awareness increased many times. The top of mind recall on mirror-finish cleaning helped push it to a steady growth rate month on month over the previous year. The task was to reach the new-age housewife. And this media innovation made it possible. It also made the point with a 3.2% sale that came from the urban cities.

Creative Execution
The strategic solution was a series of interactive web banners. Having a cut-out of utensil space, it urged the user to switch on the webcam. On doing so, they saw themselves live in the cut-out of utensil space in that banner space. Driving home the point that Bartan makes your utensils shiny as mirrors. The interactive idea was carried out on some of the most visited recipe, chef and food guide websites belonging to celebrated names in Indian cuisine like Chef Sanjeev Kapoor, Good Food Brands and Sify Foods, which are also very popular with Indian housewives.

Insights, Strategy & the Idea
The brief for Bartan utensil washing bar was to take the existing proposition of mirror finish cleaning and approach it in a fresh, innovative manner that allows the newer generation to engage with the brand. The Bartan target audience is spread over a wide spectrum of socio-economic groups in existing towns and upcoming cities of India. Most of them have stuck with the brand for years owing to its vast legacy and name in the market. Sparkling clean utensils can seamlessly double as mirrors. Hence an interactive web banner was designed and developed where users could directly engage with the brand experience rather than just an idea. The target audience’s never-seen-before experience with the brand was the client’s victory as well. The client got to reach out to prospective, tech-savvy customers and also engage in a first of its kind innovation.